Category: Video

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ad tech advertising Uncategorized Video

UNDERTONE HIRES ADVANCED TV INDUSTRY LEADER TODD COHEN TO SPEARHEAD VIDEO/CTV SALES

September 10, 2020, NEW YORK–(BUSINESS WIRE)– Undertone, the leader in data-driven, Intelligent High Impact campaigns across screens, today announced that it hired the breakthrough media visionary Todd Cohen as Vice President, National Video/CTV Sales. In this new role, Cohen will lead strategy across Video and Advanced TV, partnering with agencies and brands to take advantage of Undertone’s impressive new video suite.

Cohen brings nearly two decades of deep and broad experience in media, including leadership roles in Advanced TV, most recently at Samba TV. He was part of the team that pioneered bringing TV-to-digital targeting to market, and then the first team using ACR (Automatic Content Recognition) technology to reach TV audiences in digital. Cohen also has experience in both broadcast and cable television.

“Todd’s expertise and strategic vision make him the perfect person to lead Undertone and our advertisers into the future of video and CTV,” said Dan Aks, President of Undertone. “With consumers rapidly changing the way they watch video, there’s a tremendous opportunity for marketers.”

“If ever there was a ‘right company, right time’ moment, it’s Undertone and the creative innovation they can bring to the Advanced TV space” said Cohen. “Undertone is uniquely positioned to amplify the impact of advertiser messages across screens, combining the power of CTV and real time TV data with interactive creative.”

Undertone’s video offering includes a full stack of cutting-edge solutions that can meet and exceed any digital and video KPI. This solution set is the first of its kind to blend premium Connected TV placements, data-driven instream pre-roll, interactive pre-roll, video-first high impact outstream units, and social video across major platforms like Facebook and Instagram.

To tie all of their solutions together, Undertone leverages ACR TV data targeting capabilities from 23 million households in the US. This custom targeting allows brands to target those exposed to linear TV ads or content to digital devices within seconds. Undertone can also extend reach among elusive audiences that didn’t see their Linear TV campaign to CTV and digital.

“Todd is exactly the kind of sales leader we were looking for,” said Doron Gerstel, Perion CEO. “He is passionate, informed, respected and will be an inspirational member of our team at this moment when CTV is poised to take off.”

About Undertone:

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

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ad tech advertising Brand Advertising Content Creative High Impact Video

Undertone Announces Automated Content Recognition (ACR) Virtual Panel Discussion

(NY, NY April 28, 2020, Business Wire) Undertone has announced Undertone Anywhere, a series of virtual panel discussions across a variety of current industry topics. On May 6th at 2pm EST, Undertone will host their first event, Understanding ACR, which brings together a virtual panel of speakers including ACR providers, industry experts, and brand representatives who are leveraging ACR technology.

The ACR space has recently jumped right to the top of brand/client discussions with the onset of social distancing guidelines and the COVID-19 pandemic, due to changes in media consumption across almost every demographic.

In this 1-hour panel discussion, we’ll explore the current ACR landscape and address industry capabilities, ACR strengths, challenges, and opportunities that brands have when leveraging this data.

Here they’ll also discuss what the current events regarding the coronavirus have had and will have on ACR data, and what the future might look like for this technology.

The webinar will be held via Zoom Webinars, and you can RSVP to the event and access the live stream details HERE.

Panelists: Ronan Higgins: CEO – TVadSync; Ken Norcross: Director, Business Development – Vizio/Inscape; Chris Dexheimer: Manager, Digital Media & Audience Development – HBO; Alex Ingenito: Director, Digital – Horizon Media (A&E Network)

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution and creative to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.

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ad tech advertising Brand Advertising High Impact Video

Undertone Creates Transparency in Automated Content Recognition (ACR) Market

(NY, NY March 12, 2020, Business Wire) Undertone, the creator of cross-platform Creative Synchronized Digital Branding for the world’s most prominent brands, announced today that as part of its effort to eliminate confusion and promote enhanced purchase practices surrounding Automated Content Recognition (ACR)  in the ad tech market, it has introduced an ACR Buyer’s Guide and accompanying Workbook for brands who are trying to buy smart TV viewership data intelligently.

It’s obvious that today’s US consumers are no longer single-source viewers and we have to follow them where they are. They may watch an average of 3 hours and 35 minutes of TV every day, but it is broken up by a whopping 6 hours and 35 minutes of digital time.*  Marketers know this, but struggle to identify data that follows this fragmented behavior. ACR is a welcome answer, but only if eager vendors don’t create yet another ad tech situation rife with misinformation and confusion caused by industry infighting and over complexity.

ACR is a relatively new and growing form of viewership data available in the marketplace, for which there are specific privacy rules. It is collected from smart TVs whose viewers have double opted in and can be used for omnichannel retargeting. But like everything else in ad tech, this data must be scrutinized by people who understand the space. For example, some vendors are offering data that is not collected directly from the TV sets, while others are offering data from TV sets outside the US. The numbers sometimes just don’t add up.

“Data acquisition is a complex business,“ said Dan Aks, President of Undertone. “It’s easy to be misled by either the scale or the quality of the data offered for sale unless you know what questions to ask the vendors, which include collection methods, activated/optioned-in TVs, data latency and much more. Not asking these questions leads to obtaining lower quality and less effective data for retargeting. Indeed, data certification start-ups are already forming.

“To help the marketplace make better decisions and prevent misinformation, Undertone is making our ACR Buyer’s Guide available for download here, and a Workbook that can be downloaded here.” Brands may download them and use them to make better decisions, whether they are Undertone clients or not.

“Our brand and advertiser clients are so hungry for good data captured from linear TV and available for real-time retargeting on digital platforms that we’ve sold 17 large deals just since the start of the year,” Aks continued. “We’ve got the trust of some big brands who came to us for omnichannel plans, and because we have all that experience, we’ve become authorities in this new data source. So for the sake of the industry, we’re sharing.”

About Undertone

Undertone, a division of Perion Network Ltd. (NASDAQ: PERI), provides cutting-edge technology solutions for the world’s leading brands. Its proprietary Creative Synchronized Digital Branding combines data, distribution, and creativity to deliver cohesive stories across all critical touchpoints: screens, platforms and a transparent, customizable list of elite publishers. The AI-driven platform eliminates fragmentation, delivers much-needed revenue for publishers and, most importantly, ensures brand messaging is contextually relevant. Undertone creates stunning campaigns that align with KPIs—always with beautiful creative and in brand-safe environments. Learn more at www.undertone.com.